Brand concepts

A brand concept defines everything that a brand should stand for. How should it be perceived? What image should arise in the minds not only of customers but of all stakeholders? How does it differentiate itself in the competitive market environment?

The brand concept creates a common understanding for all of us who build and manage the brand. It is the essential and guiding foundation for all of a company’s internal and external communications.


A clearly defined and precisely articulated brand concept that positions the brand for the long term in a relevant, unique, convincing and appealing manner.


Development of a brand concept through a half-day workshop with participants from all of the relevant specialty areas. Deliverables generally include defined target groups, mission and vision, the brand promise, strengths, and values.


Tanja Scherer

Your contact person

Tanja Scherer

Head of Marketing / Executive Director +49 69 2648677 17 Email